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Presented by James Yancey
        October 17th, 2011
Intro to IgnitionOne




        500+ Global Clients
    $1B+ Digital Media Managed
 150 employees in 7 global offices
Trusted technologies in use over 10
               years
                                                               2
         P r o p r i e t a r y   &   C o n f i d e n t i a l
IgnitionOne’s Unique Three Step Method to
        Closed Loop Search Optimization


                A decade of behavioral scoring
CONNECT       heritage from Netmining applied to
                      search and display

                Eights years of search portfolio
PERFORM           optimization heritage from
                         SearchIgnite

CONVERT       Proprietary cross channel attribution and
             scoring system fully built into the platform




                                                                      3
                P r o p r i e t a r y   &   C o n f i d e n t i a l
4
The only technology in the market that closes the loop
 by optimizing search based on 100% of your visitor data
                   74
                                            493               592 $22
                           500
      377    611
                            20 $16 59
                                           800                            $18
 18      23 $37 111 $18
                                 90 80 103
                   $25
     548      79      8    $16
                                    72 $71
222                            364 $23
          94      782                     14
    800   $44                   5% Converters
                                     40
                       204 $3
               98
       739 $11               $16 $5
                              84
                                    321 $50
      95% Non converters173
                 173




                                                                                5
                    P r o p r i e t a r y   &   C o n f i d e n t i a l
Fan Page: People coming directly from the
Fan Page to the website




Paid Click: People coming directly from
paid ads on Facebook to the website



Viral Click: People coming directly from any
other Facebook page other than the Fan
Page or a paid advertisement to the website




                                                                                 6
                           P r o p r i e t a r y   &   C o n f i d e n t i a l
Percent New   Avg Time on           Avg Exit               Avg Score       Avg Page
                      Users          Site               Score                   Delta          Views


FB Fan Page          74.1%          164                     20                      15           4

FB Viral Link        69.5%          170                     23                      16           6

FB Paid Click        84.0%          142                     12                      10           3


                Paid Facebook ads were more effective than other sources
                at delivering new visitors to the site compared to other
                viral/organic sources.




                                                                                                         7
                                        P r o p r i e t a r y   &   C o n f i d e n t i a l
Percent New   Avg Time on           Avg Exit               Avg Score       Avg Page
                   Users          Site               Score                   Delta          Views


FB Fan Page       74.1%          164                     20                      15           4

FB Viral Link     69.5%          170                     23                      16           6

FB Paid Click     84.0%          142                     12                      10           3



            Viral Facebook sources delivered visitors who spent ~ 3
            minutes on the site compared to organic and 28 more
            seconds compared to paid ads.




                                                                                                      8
                                     P r o p r i e t a r y   &   C o n f i d e n t i a l
Percent New       Avg Time on                    Avg Exit           Avg Score   Avg Page
                   Users              Site                        Score               Delta      Views


FB Fan Page       74.1%                  164                         20                15          4

FB Viral Link     69.5%                  170                         23                16          6

FB Paid Click     84.0%                  142                         12                10          3



   The average exit score from the visit overall was nearly
   twice as effective when coming from organic/viral sources
   compared to paid ads.




                                                                                                           9
                              P r o p r i e t a r y   &   C o n f i d e n t i a l
Percent New     Avg Time on                    Avg Exit         Avg Score   Avg Page
                   Users            Site                        Score             Delta      Views


FB Fan Page       74.1%                164                         20              15          4

FB Viral Link     69.5%                170                         23              16          6

FB Paid Click     84.0%                142                         12              10          3



  The average page views from visitors coming from
  organic/viral sources compared to paid was double.




                                                                                                       10
                          P r o p r i e t a r y   &   C o n f i d e n t i a l
Percent   Avg Time                Avg Score                               Avg Page
                     New       on Site Avg Exit Score   Delta                                  Views

FB Viral            69.5%       170                            23                        16      6

FB Paid Click       84.0%       142                            12                        10      3

Organic Search      67.4%       223                            31                        21      5

Paid Search         70.1%       250                            30                        21      5




              The average time spent on site from organic search
              compared to organic/viral Facebook was 25% greater. The
              average exit score of paid search ads versus paid Facebook
              ads was 60% greater.

                                                                                                         11
                                   P r o p r i e t a r y   &   C o n f i d e n t i a l
Avg Time              Avg Exit                         Avg Score    Avg Page
                  on Site               Score                             Delta       Views

Non FB
Retargeting        244                           87                             19      5

AdEx FB
Retargeted         352                           70                             19      5


    The average time spent on site from Facebook retargeted
    display compared to standard retargeted display was 30%
    greater.

    But, Non Facebook retargeting was more effective at
    driving buying propensity

                                                                                                12
                         P r o p r i e t a r y   &    C o n f i d e n t i a l
Contingency Analysis
                               % of Return
                                  Visits                       Direct                    Facebook   Search
New Users     FB Fan Page        29.3%                     65.75%                        19.18%     15.07%
              FB Viral           16.7%                     52.02%                        43.30%     4.67%
              FB Paid Click      32.7%                     69.55%                         7.82%     22.63%
              Organic Search     47.3%                     42.16%                         0.39%     57.46%
              Paid Search        45.0%                     41.60%                         0.15%     58.24%


              New Users from the Search Channel were more likely to
              return to the site.

              Users are very channel centric, they return from the first
              channel they experience.
                                                                                                             13
                                   P r o p r i e t a r y   &   C o n f i d e n t i a l
Cost per Unit of
                                                                                     Buying Propensity
                     Session          Cost per Unit of                               adjusted by Return
                     Tracked         Buying Propensity                                      Visits

Paid Search Ads      54997                        $0.029                                  $0.065
FB Ads                 886                        $0.026                                  $0.080
Retargeting           5885                        $0.014


              Cost per Unit of Buying Propensity is nearly equivalent,
              but because FB Ad users return less frequently to
              complete their buying journey. As such, paid search
              remains 23.4% more effective at driving the user to
              conversion.


                                                                                                          14
                               P r o p r i e t a r y   &   C o n f i d e n t i a l
15

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Ignition One Presentation

  • 1. Presented by James Yancey October 17th, 2011
  • 2. Intro to IgnitionOne 500+ Global Clients $1B+ Digital Media Managed 150 employees in 7 global offices Trusted technologies in use over 10 years 2 P r o p r i e t a r y & C o n f i d e n t i a l
  • 3. IgnitionOne’s Unique Three Step Method to Closed Loop Search Optimization A decade of behavioral scoring CONNECT heritage from Netmining applied to search and display Eights years of search portfolio PERFORM optimization heritage from SearchIgnite CONVERT Proprietary cross channel attribution and scoring system fully built into the platform 3 P r o p r i e t a r y & C o n f i d e n t i a l
  • 4. 4
  • 5. The only technology in the market that closes the loop by optimizing search based on 100% of your visitor data 74 493 592 $22 500 377 611 20 $16 59 800 $18 18 23 $37 111 $18 90 80 103 $25 548 79 8 $16 72 $71 222 364 $23 94 782 14 800 $44 5% Converters 40 204 $3 98 739 $11 $16 $5 84 321 $50 95% Non converters173 173 5 P r o p r i e t a r y & C o n f i d e n t i a l
  • 6. Fan Page: People coming directly from the Fan Page to the website Paid Click: People coming directly from paid ads on Facebook to the website Viral Click: People coming directly from any other Facebook page other than the Fan Page or a paid advertisement to the website 6 P r o p r i e t a r y & C o n f i d e n t i a l
  • 7. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta Views FB Fan Page 74.1% 164 20 15 4 FB Viral Link 69.5% 170 23 16 6 FB Paid Click 84.0% 142 12 10 3 Paid Facebook ads were more effective than other sources at delivering new visitors to the site compared to other viral/organic sources. 7 P r o p r i e t a r y & C o n f i d e n t i a l
  • 8. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta Views FB Fan Page 74.1% 164 20 15 4 FB Viral Link 69.5% 170 23 16 6 FB Paid Click 84.0% 142 12 10 3 Viral Facebook sources delivered visitors who spent ~ 3 minutes on the site compared to organic and 28 more seconds compared to paid ads. 8 P r o p r i e t a r y & C o n f i d e n t i a l
  • 9. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta Views FB Fan Page 74.1% 164 20 15 4 FB Viral Link 69.5% 170 23 16 6 FB Paid Click 84.0% 142 12 10 3 The average exit score from the visit overall was nearly twice as effective when coming from organic/viral sources compared to paid ads. 9 P r o p r i e t a r y & C o n f i d e n t i a l
  • 10. Percent New Avg Time on Avg Exit Avg Score Avg Page Users Site Score Delta Views FB Fan Page 74.1% 164 20 15 4 FB Viral Link 69.5% 170 23 16 6 FB Paid Click 84.0% 142 12 10 3 The average page views from visitors coming from organic/viral sources compared to paid was double. 10 P r o p r i e t a r y & C o n f i d e n t i a l
  • 11. Percent Avg Time Avg Score Avg Page New on Site Avg Exit Score Delta Views FB Viral 69.5% 170 23 16 6 FB Paid Click 84.0% 142 12 10 3 Organic Search 67.4% 223 31 21 5 Paid Search 70.1% 250 30 21 5 The average time spent on site from organic search compared to organic/viral Facebook was 25% greater. The average exit score of paid search ads versus paid Facebook ads was 60% greater. 11 P r o p r i e t a r y & C o n f i d e n t i a l
  • 12. Avg Time Avg Exit Avg Score Avg Page on Site Score Delta Views Non FB Retargeting 244 87 19 5 AdEx FB Retargeted 352 70 19 5 The average time spent on site from Facebook retargeted display compared to standard retargeted display was 30% greater. But, Non Facebook retargeting was more effective at driving buying propensity 12 P r o p r i e t a r y & C o n f i d e n t i a l
  • 13. Contingency Analysis % of Return Visits Direct Facebook Search New Users FB Fan Page 29.3% 65.75% 19.18% 15.07% FB Viral 16.7% 52.02% 43.30% 4.67% FB Paid Click 32.7% 69.55% 7.82% 22.63% Organic Search 47.3% 42.16% 0.39% 57.46% Paid Search 45.0% 41.60% 0.15% 58.24% New Users from the Search Channel were more likely to return to the site. Users are very channel centric, they return from the first channel they experience. 13 P r o p r i e t a r y & C o n f i d e n t i a l
  • 14. Cost per Unit of Buying Propensity Session Cost per Unit of adjusted by Return Tracked Buying Propensity Visits Paid Search Ads 54997 $0.029 $0.065 FB Ads 886 $0.026 $0.080 Retargeting 5885 $0.014 Cost per Unit of Buying Propensity is nearly equivalent, but because FB Ad users return less frequently to complete their buying journey. As such, paid search remains 23.4% more effective at driving the user to conversion. 14 P r o p r i e t a r y & C o n f i d e n t i a l
  • 15. 15